The Pearl of Africa Tourism Expo (POATE) 2025 officially opened at Speke Resort Munyonyo, setting the stage for a dynamic celebration of Uganda’s rich cultural identity and growing tourism sector.
Held under the theme “Tourism and Sustainable Transformation,” the event started with a dazzling musical production titled “Sounds of the Pearl”, directed by Pamela Keryeko and Alideki Brian and curated by Talent Africa.
The one-hour live showcase took the audience on a vivid journey through Uganda’s cultural heritage, fusing traditional art forms with contemporary expression.
The performance featured an impressive cast of dancers, musicians, poets, and fashion artists. Standout moments included hip-hop icon Navio performing his hit Njogereza and spirited performances from Uncle Walter, Tracy Melon, and the Crane Performers.
Tom Butime, Minister of Tourism, Wildlife and Antiquities, praised the event’s growing global significance, noting that POATE 2025 has drawn participation from over 50 countries, including top source markets across Europe, Asia, the Middle East, the Americas, and Africa.
“POATE has become more than a tourism expo—it is now Uganda’s flagship marketing platform for tourism,” Butime said. “It connects local enterprises with global buyers, investors, and media, reinforcing our position as a premier African destination.”
He stressed that in an age of digital transformation and shifting travel trends, physical expos remain crucial for storytelling, brand positioning, and attracting quality visitors.
He also reaffirmed the ministry’s focus on training, quality assurance, and sustainable tourism practices to build a competitive and inclusive sector.
President Yoweri Kaguta Museveni, in remarks delivered by Prime Minister Rt. Hon. Robinah Nabbanja commended POATE’s role in driving tourism-led development and reiterated the government’s support through the Tenfold Growth Strategy.
“This support is evident in our sustained investment in infrastructure, product diversification, and skills development. We aim to position tourism as a key pillar of Uganda’s socio-economic transformation,” the President’s message read.
Museveni highlighted Uganda’s commitment to sustainable tourism, rooted in green growth, digital innovation, and cultural preservation.
He also emphasised the importance of regional integration, citing the Single Tourist Visa and the East African Tourism Marketing Strategy as vital steps toward creating a seamless East African travel experience.
“These initiatives remove barriers, allowing tourists to explore cross-border attractions while promoting joint ventures and regional investment opportunities among tour operators and hoteliers,” he added.
Running until May 24, POATE 2025 will feature exhibitions, panel discussions, business-to-business meetings, and networking events.
Over 50 hosted buyers and exhibitors are expected to explore investment prospects, foster partnerships, and shape the future of tourism in Uganda and the region.
The event will close with a grand cultural and musical celebration, spotlighting Uganda’s artistic brilliance and hospitality.
